Nestlé: A 100 years by your side - Corporate brand campaign drives hard business results

Milan Agnihotri, Gavin Hoh and Tony Savarimuthu
McCann, Kuala Lumpur

Campaign details

Brand owner: Nestle Corporate
Agency: McCann, Kuala Lumpur
Brand: Nestle
Country: Malaysia
Industry: Bread, cake, biscuits, Confectionery, Dairy products, fats, oils
Media budget (USD): $500k - $1 million
Channels used: Events and experiential, Internet - microsites, widgets, Outdoor, out-of-home, Point-of-purchase, in-store media, Print - general, unspecified, Public relations, Television

Executive summary

This campaign from Nestlé, the food and drink group, in Malaysia, was designed to celebrate 100 years of memories during the centenary that the group had operated in the country. Storytelling and story-sharing were key parts of the campaign which used digital, television, print and radio media, and a number of exhibitions. This case study cites evidence that the "Incredible Stories" campaign helped build stronger links between Nestlé and all its brands, highlighted the affinity of Malaysians for Nestlé brands and contributed to Nestlé's overall performance in the country.

Campaign background